本文選題：現(xiàn)代節(jié)慶旅游 + 新媒體　； 參考：《華僑大學》2013年碩士論文

【摘要】：我國的現(xiàn)代節(jié)慶活動始于20世紀80年代，到現(xiàn)階段已經有30年的歷史，隨著市場經濟的不斷發(fā)展，我國的現(xiàn)代節(jié)慶旅游業(yè)進入了一個激烈競爭與蓬勃發(fā)展的階段�，F(xiàn)代節(jié)慶旅游的特殊性決定了營銷是節(jié)慶品牌脫穎而出的必由之路。營銷需借助媒介的傳播效力，而媒介環(huán)境的發(fā)展轉變是與時俱進的，，如微博、博客等新媒體的出現(xiàn)對傳統(tǒng)媒介渠道進行了革命性的拓展，如何利用新媒體帶動現(xiàn)代節(jié)慶的營銷發(fā)展，開拓節(jié)慶旅游市場，是現(xiàn)代節(jié)慶旅游業(yè)發(fā)展面臨的機遇和挑戰(zhàn)。 目前，關于現(xiàn)代節(jié)慶旅游的營銷研究比較薄弱，缺少系統(tǒng)性，多為案例研究。本文主要分文三個部分，應用傳播學、市場營銷學、公共關系學等多學科的理論對現(xiàn)代節(jié)慶旅游的新媒體營銷展開研究。 第一部分是基礎理論研究。主要通過分析現(xiàn)代節(jié)慶旅游的特殊產品屬性以及新媒體營銷的傳播特性提出現(xiàn)代節(jié)慶品牌推廣的新的理論研究方向。通過對現(xiàn)代節(jié)慶旅游業(yè)傳統(tǒng)營銷模式和新媒體營銷模式的對比分析，總結出現(xiàn)代節(jié)慶旅游業(yè)運用新媒體營銷模式的優(yōu)勢所在，支持理論研究的意義。 第二部分是實證研究。重點在對現(xiàn)代節(jié)慶旅游的媒介營銷作深入的分析和研究，對現(xiàn)有的營銷模式歸納總結，并結合新的媒介環(huán)境構建新媒體營銷模式。針對新媒體營銷模式在現(xiàn)代節(jié)慶旅游業(yè)中的實際應用，構建基于受眾的現(xiàn)代節(jié)慶旅游業(yè)的新媒體營銷效果指標體系，并運用模糊層次綜合評價法對2012年上海旅游節(jié)的新媒體營銷的效果做實證驗證，驗證了新媒體營銷模式在現(xiàn)代節(jié)慶旅游業(yè)中運作的有效性和可行性，與理論構想相符。 第三部分是策略研究。通過總結分析提出與時代相結合的新媒體營銷模式發(fā)展的具體策略，具有一定前瞻性，從而指導實踐。
[Abstract]:The modern festival activities in our country began in the 1980s, and now have a history of 30 years. With the continuous development of the market economy, the modern festival tourism in our country has entered a stage of fierce competition and vigorous development. The particularity of modern festival tourism determines that marketing is the only way for festival brands to stand out. Marketing needs to rely on the effectiveness of the media, and the development of the media environment changes with the times, such as Weibo, blog and other new media has revolutionized the expansion of traditional media channels, How to use the new media to promote the marketing development of the modern festival and to open up the festival tourism market is an opportunity and challenge for the development of the modern festival tourism. At present, the marketing research on modern festival tourism is relatively weak, lack of systematic, mostly case study. This paper is mainly divided into three parts: applying the theories of communication, marketing and public relations to study the new media marketing of modern festival tourism. The first part is the basic theory research. By analyzing the special product attributes of modern festival tourism and the communication characteristics of new media marketing, this paper puts forward a new theoretical research direction of modern festival brand promotion. Through the comparative analysis of the traditional marketing mode and the new media marketing mode of modern festival tourism, this paper summarizes the advantages of using the new media marketing mode in modern festival tourism, and supports the significance of theoretical research. The second part is empirical research. The emphasis is on the in-depth analysis and research on the media marketing of modern festival tourism, the induction and summary of the existing marketing model, and the construction of the new media marketing model combined with the new media environment. In view of the practical application of new media marketing mode in modern festival tourism, this paper constructs the target system of new media marketing effect of modern festival tourism based on audience. The effect of new media marketing in 2012 Shanghai Tourism Festival is verified by using fuzzy hierarchy comprehensive evaluation method. The validity and feasibility of the new media marketing model in modern festival tourism is verified, which is in line with the theoretical concept. The third part is the strategy research. Through summing up and analyzing the concrete strategy of the development of new media marketing mode combined with the times, it has a certain foresight, so as to guide the practice.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.56;F592.6

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